Kippreport’s top insights from the Digital Media ForumMarch 29, 2015 11:16
Mobile penetration at 92 percent across studied markets
July 1, 2013 1:52 by kippreport
The UAE’s smartphone ownership is strong, with a 73 percent penetration, and most consumers looking to upgrade devices, according to Steve Hamilton-Clark, CEO of market research organisation, TNS MENA.
Hamilton-Clark predicts usage of more advanced features and apps is set to explode, as mobile internet use grows. “Mobile internet usage in the UAE is currently outstripping MENA regional and worldwide averages, which remain at 41 percent and 51 percent respectively,” he says.
“However, some figures marketers must bear in mind is that while 75 percent download only free apps, 67 percent of mobile users say they do not like to download too many apps and clutter the phone, while 61 percent admit to often forgetting about downloaded apps within weeks.”
“On the flipside, 78 percent say apps are better than mobile websites for accessing content, while a similar percentage would delete apps if they aren’t interesting. In fact, 73 percent say they are ‘annoyed’ when apps don’t contain all the features via website access,” Hamilton-Clark explains.